Dr. Krysti and child giving thumbs up

Building an Authentic Chiropractic Brand

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Randi Grant

By Randi Grant

Marketing Manager

Published February 12, 2025

4 min read

Guest Post by Dr. Krysti Wick

Building an Authentic Chiropractic Brand That Leaves a Lasting Impact in Your Community

“I’ve heard their office is the only option to even consider for a local Chiropractor. Everyone says they are super knowledgeable and really take care of their people!”

Our office team was ecstatic to hear that this was what a new local holistic MD had to say to a patient of ours when she shared who she sees for Chiropractic care.

It’s what we all dream of, right?!

Krysti adjusting child on tableThese comments don’t happen overnight. In our case, they happen after 17 straight years of very intentional branding and nurturing community relationships.

As a Chiropractic coach, too often I see Docs rushing into startup mode on a shoestring budget. Skipping the vital investments in branding that will ensure they aren’t another failed business statistic.

They don’t show their face at community events, they don’t book free community lectures, and they don’t go above and beyond to ensure their brand communicates clearly to their target demographic.

Spending time to not only establish a brand the right way, but choose the right activities to nurture it over the years is a vital component to long lasting success in this industry.

It’s the solid foundation your marketing needs in order to thrive.

After coaching over one thousand offices, it’s clear to me that there are three key actions you can repeat to ensure you’re creating a strong and lasting brand.

Let’s explore them together below so you can implement in your practice and enjoy the fruits of your labor for decades to come!
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1. You make it about them, and not you.

The strongest Chiropractic practices are obsessed with their patients and prospective patients.

When they implement a campaign, adopt a new system, or alter messaging they are actively asking themselves how their consumers will respond. They are seeking out the opinions of their patients and prospects to ensure their messaging will be received as intended within their community.

The best example I can share of this principle is hiring a professional copywriter to assist you with writing copy for your website. Every Chiropractor I know writes, thinks, and speaks like one. It can lead to a massive amount of confusion when trying to relay the principles of our philosophy to the general public.

Lay people in your community need to hear the message in a way they can understand!

(This is one of the many reasons that investing in marketing assistance via Perfect Patients is a no brainer.)
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2. You understand that your brand isn’t just about what you do, it’s about why you do it.

Many of us heard Simon Sinek when he said “start with why,” and that’s an important concept to keep in mind when you are in the early stages of developing your brand.

Having core values, a purpose statement, or something that speaks to the deep innate level of why you were called to serve in this profession woven throughout your messaging and imagery is imperative.

Prospective patients invest in brands that speak to their heart. Are you actively sharing your heart and your why with your community?

Take some time in your team meeting this week to talk about your why with your team. Brainstorm on additional ways you can share that not only now, but consistently.

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3. You invest your time in visibility.

While we will never be Nike or Starbucks, every single Chiropractor dreams to have a high level of brand recognition at least within their own community.

Remember that story I told at the beginning of the blog?
It’s brand visibility 101.

How do you get there?

➡ Show up!

Somehow in the past few years a lot of new entrepreneurs have been misguided to a conclusion that they can build a strong brand by doing a few marketing events per year.

I’m here to tell you that in today’s noisy society where people are being bombarded with messaging more than ever before, you need to commit to visibility!

Networking, events, health talks, community partnerships, non-profit service, social media, volunteering, it’s honestly all important. Building a strong business that lasts is more than a full time job especially in the beginning.

I know this one especially is hard to hear but a part-time approach to your business will yield you frustrating results.
This doesn’t mean you consistently work 12 hour days, you just need to get clear on where you can access your ideal demographic in your area and follow through with those opportunities. I still see new patients starting care now from events I did 15+ years ago!

I challenge you to choose a few additional opportunities to show up in your community in person over the next few months.

The best Chiropractic brands constantly revisit these three points above to ensure they don’t lose sight of what it takes to stay relevant. Chiropractic is still the best kept secret in healthcare.

Child on adjusting table
The only way to change that is one practice at a time.

Will you join the growing number of Chiropractic practice owners committed to building an authentic brand in order to create lasting change in your community?

If you’re taking the time to read this I’m excited to join forces and pave the way for the future of this profession, together!

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Dr. Krysti Wick is a serial entrepreneur, speaker, and Chiropractic business strategist. Her family practice, River Shores Chiropractic, houses a full team of Docs and CAs serving a large percentage of the population of their small town in Wisconsin since 2007. She currently coaches other Docs alongside her business partner, Dr. Jake Grinaker, with their brand The Pursuit Chiros. You can read more about their offerings here.